Gambling: Advertising

All gambling operators in the UK must comply with robust advertising codes, which are enforced by the Advertising Standards Authority (ASA) independently of Government. These codes apply across all advertising platforms, including broadcast, online and social media. The codes are regularly reviewed and updated and include a wide range of provisions designed to protect children and vulnerable adults from harm. When operators fall short, the ASA can take action or refer them to the Gambling Commission, as the statutory regulator for gambling in Great Britain, for possible enforcement action.

In addition, the Gambling Commission has introduced a range of new advertising regulations. This includes a ban on cross-marketing multiple gambling products within one incentive, requirements for new and existing customers to “opt-in” to the specific types of marketing they receive, and a cap on wagering requirements.

The statutory and voluntary regulatory framework is robust, and we have confidence in the Gambling Commission and the ASA. However, we continue to work with a wide range of stakeholders to ensure that gambling advertising is being regulated effectively.

The Government recognises that children’s exposure to gambling advertising is a serious issue. We continue to work with a wide range of stakeholders, including the gambling industry, to further strengthen protections. We have also redoubled efforts to work cross-government and with tech platforms to address illegal gambling advertising, which poses the most immediate risk for children and young people.